The main department in a creative agency is for sure the Creative department. We create concepts, develop cites, prints, games, social networks and mobile apps, viral TV/radio/Internet advertising scenarios and integrate authentic Russian spirit into the global context of international companies. We...
Project made for Heineken in the Beverage industry for a B2C audience.We are the first Russian agency that used the innovational RFID technology. Read Keds' team with bePROACTIVE, Action и Heineken throwed a real digital-party. Personal RFID-marks bracelets allowed all the participants were in two realities at the same time: they were online and offline.
Project made for Fonts.ru in the Art & Handcraft industry for a B2C audience.Design for online shop of fonts Task: to redesign fonts.ru making fonts search easy and buying process convenient. Fonts.ru belongs to Parartype studio that has been creating cyrillic fonts since the beginning of 90s. There is more than a thousand cyrillic fonts in Paratype's library but the old fashioned website didn't give an opportunity to demonstrate all their graphic fineness.Solution: We suggested a new website that will speak to designers in their own language.
Project made for Red Keds in the Marketing & Advertising industry for a B2B audience.Goal: To tell about our best works in 2 minutes.Solution: A crazy trip though our projects for Momondo, Sochi 2014, Nissan, Panasonic, Lipton, Heineken, L'Oreal, Infinity, Kaspersky and other brands and companies.
Project made for Zeptolab in the Entertainment & Events industry for a B2C audience.Goal: to produce a "non-commercial' video for Cut the Rope: Magic game.Solution: Back to 2010: we make gamers be in a nostalgic mood.
Project made for Kaspersky Lab in the Software & Computer Services industry for a B2B / B2C audience.Task: to create a video about Kaspersky Lab mission and values for a presentation on internal meetings and conferences. Solution: Kaspersky Lab is at the forefront of information security so the client wanted the video to be about security in the future. Unexpectedly another big company that has the same business takes the same topic in their campaign video. We decided to tell about the future not showing the one.
Project made for Panasonic in the Technology Hardware & Equipment industry for a B2C audience.Aim: to promote Lumix camera as a tool for the creative artGoal: to represent the new Lumix TZ20 with touch screen and intelligent auto (iA) shooting mode. Idea: It's very easy to become a professional photographer with Lumix TZ20 without even leaving a sofa. Solution: to create an online photo studio where everyone can take pictures of models. You can see more info following the link http://case.redkeds.com/touchz/index-eng.html
Project made for Panasonic in the Technology Hardware & Equipment industry for a B2C audience.Aims: 1. to attract a wider range of photography enthusiasts to Lumix products.2. to boost the brand’s position as a leader on the non-DSLR cameras market.Goals:To present the Lumix GF3 camera advantages:- light and compact - perfect picture quality that can be compared to that of DSLR-cameras - touch display Idea:The Lumix GF3 stands out even among DSLR-cameras. But what could we use the heavyweight DSLR-cameras for? We could use them for muscle training! Solution:To launch a viral advertising campaign featuring a fitness club that uses DSLR cameras as dumbbells. We use viral promotion techniques. Legend:Aleksey Sukhous started his own fitness club ‘Zerkalochka’ where people train with the help of DSLR-dumbbells. The cameras are not only heavy but also, according to Sukhous, have a ‘photoincapsulating’ effect which means they transfer the energy from the cameras to the body. Aleksey managed to attract a lot of attention to his project and obtained a lot of followers. The last stage of the campaign was a video where Aleksey explained why DSLR-cameras are only suitable for fitness trainings and that the light camera that makes good quality pictures is actually Lumix GF3.
Project made for Central Partnership in the Entertainment & Events industry for a B2C audience.Task: Raise awareness of the Escape Plan movie release. Increase the box office results by attracting the 12-25 y.o. viewers to the theater.Concept: Engage potential viewers with an interactive prison break game Implementation: Using social network websites and gamification elements, we created an interactive story of one Ray Greene who escapes from prison with Internet users' help. In Moscow movie theaters, a glass-wall prison cell with an "inmate" stands on display. The camera inside streams real-time video to the official website of the movie. On a dedicated VKontakte page, updates on Greene's fate and how to help him are posted daily: hints, quests, polls etc. Users assist Ray in completing his quest on the road to freedom, using Twitter, Instagram and VKontakte. Results: More than 1 million contacts in social media Vkontakte and Facebook. Hashtag #планпобега took first place in the Twitter top list. The film was among the three highest-grossing films in the Russian box office with 3 million tickets sold.
Project made for Unilever Rus in the Food industry for a B2C audience.Task: Come up with a five-minute social network game for playing with friends. The game must be markedly different from Crocodile, another title of the five-minute game series.Concept: A multiplayer relay race with unusual rules.Implementation: A multiplayer game where 15 contestants race to the objective - a tea leaf - on a track with obstacles. Before start, each user picks a character - orange, raspberry, peach etc. - each representing a Lipton Tea flavor. By completing each race the player earns points which can be spent toward adding special features to the character (for example, clothes) and moves on to the next race which takes place in another setting. In addition to participating in races, each player has a chance to manage the entire game by using a special power. The goal of the "manager" is to use this main player's magic to everyone's benefit by helping to overcome particular obstacles (build a bridge, help jump higher, etc.) so that as many players as possible reach the finish.
Project made for Unilever in the Food industry for a B2C audience.Task: Come up with a five-minute social network game for playing with friends.Concept: The Crocodile game where users draw a word and their friends guess it.Implementation: For more varied gameplay, we added 5 extra playing modes. The rating system brings the competitive element to the game and allows players to earn fun achievement awards. The game's vocabulary is based on words related to Lipton Tea.Results: 1,22 million social media users (mostly on Odnoklassniki) and about 20,000 players a week up to the present.
Project made for L'Oreal in the Others industry for a B2C audience.Task: to create a series of original makeup edutainment shorts Concept: Combine instructional video with a drama series genre. Implementation: A series of short films about girlfriends and situations they get into. Each character has a distinct personality and image. They discuss their daily issues, devise schemes, make enemies and friends. As the story unfolds, they also learn the art of makeup and Maybelline products and even participate in makeup master classes. Results: In one year, the number of subscribers has grown from 3,000 to 15,000. Even after the project's end viewers have continued to show interest in further lives of the characters.
Project made for Supra in the Consumer Electronics industry for a B2C audience.Task: advertise new budget Supra SmartPad tablets to a new target demographic ranging from children to the elderlyConcept: Making today's technology accessible where it's impossible. Implementation: Offer two generations - the young and the elderly - to exchange their knowledge with each other: the older would share their farming and homestead expertise while the younger would teach them computer skills using Supra tablets. We launched our experiment by taking a trip to a back country village. Elderly villagers taught the young participants of our project the skill of goat milking, and in turn got lessons on using Instagram and Skype.Results: our field trip showed that grandmas fear no youngsters nor technology. We posted a video report of the experiment on the project website, nepahanoepole.smartpad.ru/ , where we also invite new volunteers looking for some know-how sharing to participate in our next outing. We consider this project a social experiment because we believe that it can make a real difference - we invite people to communicate, learn and help one another using technology as a tool.
Project made for Havana Club in the Beverage industry for a B2C audience.Task: Attract new subscribers to Havana Club Facebook channel.Concept: Facebook-based reality show Implementation: Unlike in the last year's project Hitchhiking To Havana, this time we sent the participants straight to Cuba in search of the legendary Cuban happiness. The explorers were accompanied by our film crew. Crew members not only recorded the entire enterprise on video but actively messed around with the participants by creating unexpected, funny and even difficult situations and provoking them to frank talk and show what they are made of. Members of the audience who followed the show via Facebook could also influence the events by voting and participating in contest.Results: Thanks to the project, the brand's Facebook page gained 8 thousand new subscribers.
Project made for L'Oreal in the Others industry for a B2C audience.ask: provide any kind of support to the Maybelline Rocket mascara ad campaignConcept: the promo team cruises around town in a Maybelline-branded luxury sportscar giving away Maybelline Rocket mascara to pretty girls.Implementation: It took a while to find a working conversation starter since ladies in Moscow are wary of accepting suspiciously awesome gifts from suspiciously handsome males riding a suspiciously hot car.Results: 500 out of the 700 young women accepted the mascara as a present, 8 gave their phone numbers and 2 agreed to have a ride in Lamborghini on the promoter's lap.
Project made for Panasonic in the Luxury Goods & Jewelry industry for a B2C audience.Task: introduce the new Panasonic Viera 4K Ultra HD television using the Olympic theme. Implementation: launching a special project on the free movies website ivi.ru: anOlympic-themed, high (4K) resolution image displayed on a Panasonic Viera screen.The image consists of a mix of elements and times, with modern Sochi next to Ancient Greece and competing athletes mingled with supporters. The user's objective is to look closely at the picture's fine details and find the "author's errors" and solve puzzles.
Project made for Panasonic in the Consumer Electronics industry for a B2C audience.Task: Impress upon the minds of young trend watchers, creative types and buyers of designer goods the idea that the Panasonic Lumix GX7 camera is a fashionable piece of awesomeness which can also take pictures.Concept: Take pictures of trendy dressers with trendy hairstyles and post them on a trending website. Implementation: Our photographers took pictures of freshly served customers at Chop-Chop and Birdie hair salons and invited them to visit the Look At Me online gallery where the portraits were posted. The gallery doubled as a competition site as users voted for their favorite portraits and shared them via social networks.
Project made for Panasonic in the Consumer Electronics industry for a B2C audience.Task: describe in plain words the advantages of the new Panasonic productsConcept: give each object a story of its own.Implementation: The website has two sections. The appliances are arranged throughout the kitchen, and the user can choose between two modes of exploring it. One mode gives access to full technical information about the toaster, the electric kettle and the coffeemaker. The other mode tells magical stories. Conventional kitchen transforms into a magical place with images and words on the walls, and the unseen storyteller begins a narration which sounds like Oriental fairytales. The voice tells of love, honor and friendship, and in each tale the appliances play special, prominent roles. Never before kitchen appliances had been heroes of a whole collection of fairytales.
Project made for Nissan in the Automotive industry for a B2B audience.An animated video for Nissan Russian office that is made for foreign colleagues. The video is telling about achievements and development of the company in Russia.
Project made for Heineken in the Beverage industry for a B2C audience.Таsk. To tell to a digital-audience about Amstel Premium Pilsener beer and increase the demand of the product.Little Amsterdam is a project connecting digital and HoReCa spheres. In order to make this connection, Red Keds creative agency used RFID technology and social media. A Facebook group was launched, RFID terminals were placed in partner bars and agreements were made to provide free beer to project participants.Little Amsterdam is a virtual town on Facebook. Any office worker who had a smart card for a business center could become a resident of the city. All they needed to do was go to the nearest bar with a "Little Amsterdam" terminal and register with their card. The registration, every visit to a bar, the group activity in Facebook, the participation in contests and surveys, and inviting friends allowed the user to get virtual guilders. This money could be exchanged for free Amstel Premium Pilsener beer.Little Amsterdam allowed us to count the number of people who went to a bar and had an Amstel Premium Pilsener beer.
Project made for Unilever in the Food industry for a B2C audience.“Otchayannaya zvezda“ (“Nutty Star”) — the first national online karaoke show rom Lipton and Red Keds.Users entered the site, register, choose a song, recorded a clip and started fighting for prizes. To win, all you needed to do was collect the most points! Points were awarded for fan votes, for recording new clips and for completing different special tasks. And if you took a photo with a Lipton Mug, you drew even closer to victory.
Project made for Havana Club in the Beverage industry for a B2C audience.Our task was to announce the release of the film "7 days in Havana" in social media and gain a following for the Havana Club Russia Facebook page.Havana Club is a real Cuban rum. Rum from a country of pure emotions, а country where people can be happy and free. Without money and without shoes. This special view of the world, the spirit of freedom, of finding your own way — this spirit can best be expressed by Hitchhikers!We decided to launch an online reality show on Facebook, "The Hitchhiker's Guide to Havana!" A show about six people who leave everything to go to Cuba.Three teams traveled from Moscow to Cuba, hitchhiking, filming each day with a video camera. Each of the three teams had their own, individual route. Arriving at checkpoints, teams carried out assignments related to Havana Club rum, the film, and additional tasks from users. The victory went to the team could tell the most interesting story and could get the most likes on Facebook.
Project made for Heineken in the Beverage industry for a B2C audience.A promo site with a competition taking part in which users can win tickets to UCL. Watch the video case study for more info
Project made for Panasonic in the Consumer Electronics industry for a B2C audience.Special photo contest for Lumix National AwardLumix camera is so light, that it’s easy to improvise and get creative whenever and wherever you like. All you need is camera, cellphone and passion for photography.A participant registers on the website using cellphone number and Facebook account and receives photo assignments that come every day by SMS. The fastest to react gets the most points and will compete for the early Lumix National Award.
Project made for Ekzo in the Food industry for a B2C audience.The game for the iPhone in line with ongoing advertising campaign of crazy fruit Ekzo ice cream.Red Keds agency turned everything upside down and made the rules follow you. Instead of having 22 game levels we have just one. But this one level has 22 different rules to play by!case.redkeds.com/ekzo/index-eng.html
Project made for Range Rover in the Automotive industry for a B2C audience.Red Keds agensy creates a new concept of a test-drive procedure.Modern technologies allowed us not only turn a regular test drive into a party and interest many people in test driving the car. They also allowed us to unlock and preserve emotions with the help of electronic keys and social services.
Project made for Tele2 in the Telecommunications industry for a B2C audience. Goals: To increase customer loyalty and to increase Tele2 brand presence on the Internet. Brand positioning: Tele2 — offers lowest price rates on Russian market, so you can talk endlessly. Solution: For the cheapest tariffs of Tele2 and infinitely long conversations you need a special phone, which could never be discharged. For example, in a hamster-powered phone — Homaphone. Due to the provocative idea of thehamster-powered this advertising campaign got a viral spread. During the teaser phase Homaphone aroused great interest: many of its perceived seriously about it, Tv-news reports, posts in social networks. Some even took Homaphone for new development of Skolkovo (Russian Goverment Center of New Technologies Research and Commercialization). After the launch of the site it became clear that hamsters are still free, and Homaphone is — just an advertising campaign of Tele2, a parody of Russian technology and a «fashion to modernization». The site also revealed a link between the main advantage of Homaphone it’s «infinite battery» and the cheapest tariffs of Tele2.